Category Archives: GSK


Case Studies
GSK Women’s Horlicks

Consumer Activation, Sampling
The challenge

CPM managed the product launch of Women Horlicks in India. For the first time in the history of FMCG industry GSK is proud to launch a supplement drink enriched with HEMOCAL specially for women.

The challenge in India was women do not usually invest as much time on addressing their own nutritional needs as they do on others, usually friends and family. The sampling activity helped to showcase how Haemoglobin and Calcium is essential for nutrition.

Our Solution
  • CPM conceptualised and designed the entire sampling programme.
  • The touch points were shopping malls where the footfall is high and visited by families.
  • The CPM sampling team covered 12 cities across India focussing on high end malls.

Results

  • 140,000 women approached
  • Sold 16,000 units during 8 weekends (available in 2 flavours)
  • Nominated for Cannes Award

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Case Studies
GSK

Merchandising, POS Merchandising
The challenge

CPM with the GSK team designed an In-store POS merchandising excellence program known as Udaan to increase sales.

Our Solution
  • Dedicated Instore merchandising team structure of 515 people
  • Covering 27K+ outlets in 420 towns.
  • Best in class merchandising training.
  • Parinaam- Mobile application for tracking.
  • Supported with store and compliance audits & Compliance: All execution pictures getting audited and scored against the benchmark.
  • Perfect Store Matrix to evaluate the overall.

Results

  • Uplift in sales by 9%.
  • Installed & Using PVC in 100% outlets.
  • Outlet Specific merchandising.
  • State level SKU & POSM tracking.

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Case Studies
GSK

Sales, Field Sales
The challenge

CPM was set the task by GSK to call on 800 symbol stores each month, selling 3 category deals by means of transfer orders. In conjunction with the task of selling into 800 stores per month, we were also tasked with defending the Panadol brand against a cheaper aggressive competitor brand, raising the distribution of the core lines in Oral Care & selling in a newly launched nutrition brand into all stores.

Our Solution

Recruited, trained & strategically placed four nationwide sales developers in the field in a 6 week turn around.

Identify & journey planned 800 stores from the Symbol mix to best target, based on store rankings sourced from relevant Wholesalers & Symbol Groups.

Identify deals best suited for the relevant symbols. Follow up on deliveries to build impactful displays & place best POS suited to defend Brands.

Results

In a six week period, the field team sold 350 Oral care deals, 400 Panadol deals & 350 Maxi Nutrition deals, achieving 115% of volume targets for Q2. The team also placed over 560 pieces of POS in the defence of Panadol space & brand.

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Case Studies
GSK Acti Grow

Consumer Activation, Sampling
The challenge

GSK along with CPM decided to launch a HFD specially targeted towards toddlers studying in pre-schools. They decided to conduct health checkups across different schools in India. Discussions were conducted with parents about their child’s mental and physical growth and Acti Growth was recommended as the right HFD

Our Solution

To fulfill Clients requirements we took the following steps:

  • We decided to setup a branded live sampling counter inside the school premises.
  • Set up a branded display with posters and product sampling
  • Free check-up with a doctor for the children in the presence of parents and wet sampling to children

Results

  • Covered 635 schools across the country
  • 51,000 health checkups conducted and perscriptions generated

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